21.
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experiment
Make an MVP
Get out of the building
Ideas
Build
Product
Measure
Data
Learn

22.
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experiment
Make an MVP
Get out of the building
Team synthesis
Ideas
Build
Product
Measure
Data
Learn

23.
The Lean UX Cycle
State your desired outcomes
Declare your assumptions
Hypothesize: write the test first
Design an Experiment
Make an MVP
Get out of the building
Team synthesis
Repeat
Ideas
Build
Product
Measure
Data
Learn

57.
Technique: Write the test ﬁrst
We believe ______.
We’ll know this is true when we see
§ qualitative outcome and/or
§ quantitative outcome
§ That improves this KPI.

58.
Hypothesis statement
We believe that
[doing this]
for [these people]
will achieve [this outcome].
We’ll know this is true when we see
[this market feedback].

59.
Hypothesis statement
We believe that
creating Internet Mouse
for people who own “Convergence” TVs
will get us into the internet business.
We’ll know this is true when we see
pre-order commitments from big-box
retailers.

66.
Case Study: Social Media Benchmarking
Observed: Small business owners want to use
social media for marketing but don’t know how.
Hypothesis: They would pay for a service that
provides benchmarking data from their peers.
33

67.
Hypothesis statement
We believe that creating
a social-media benchmarking platform
for small business owners
will encourage small business owners to
participate in our programs.
We’ll know this is true when we see
a willingness to pay for the service.

85.
Output, Outcome, Impact
§ Output: the software we build. The materials we produce.
Easy to trace. Example: A new log-in page.

86.
Output, Outcome, Impact
§ Output: the software we build. The materials we produce.
Easy to trace. Example: A new log-in page.
§ Outcome: the change in the world after we deliver output.
Harder to trace. Example: increase user log-in rate.

87.
Output, Outcome, Impact
§ Output: the software we build. The materials we produce.
Easy to trace. Example: A new log-in page.
§ Outcome: the change in the world after we deliver output.
Harder to trace. Example: increase user log-in rate.
§ Impact: the change we see over time.
Very hard to trace. Example: Our service is profitable.